Customer Retention: How to Retain Existing Health Club Clients and Attract New Ones

Photo by Steve & Jemma Copley on Flickr

Photo by Steve & Jemma Copley on Flickr

Health clubs have a lot of competition. If you are the owner of a health club, gym or spa, you are aware of the competition and know that you have to stay one step ahead of them. Your bread and butter clients are your repeat clients. You need to do everything you can to retain these clients so that you don’t lose them to the competition. You also need to attract new clients through referrals and advertising. Word of mouth advertising is the most effective tool that you can use. And it’s free!

A guaranteed way to increase customer referrals is to offer exceptional customer service to every client, every time. If you do this, your clients will be happy to recommend you to their friends and family.

The following are things that you can do to increase customer satisfaction and attract new clients through referrals:

Photo by midiman on Flickr

Photo by midiman on Flickr

Educate your staff so that they can educate your clients. Clients appreciate a knowledgeable staff. Make sure that your staff knows all of the latest health trends and fitness programs. If a client reads something in a magazine, he should be able to question your staff about it and get real answers. You can ensure that your staff is up to speed by offering continuing education classes and seminars. You can also send some of your staff to additional training and they can come back and share what they learned with the rest of the staff.

Your receptionists are the first people that your clients see. Make sure that all receptionists are trained well. They may not be physically training clients, but they are working in a gym and should be knowledgeable about health and fitness. Train your front desk personnel in basic customer service tasks such as answering the phone, handling complaints and running all computer software used at the front desk.

Photo by Ed Yourdon on Flickr

Photo by Ed Yourdon on Flickr

Do something that sets you apart from the competition. Offer guest amenities that your competition hasn’t thought of yet. Free towels and T-shirts are not going to get you anywhere. Offer amenities such as free wireless internet service for those who work out during the work day. A healthy eatery may make it easier for clients to work out on their lunch break. Online appointment scheduling allows your clients to browse personal trainers and book appointments. Think outside the box here. Think of how you want to be treated and what types of things you would find convenient.

Staying ahead of the competition requires constant effort. You need to update your services and amenities regularly or you will be outpaced by younger, more aggressive health clubs. Be sure to step back and survey the competition regularly. If you strive to stay ahead, you will succeed.

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